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Personal Branding in Sport & Entertainment, Minor

The arrival of Name, Image and Likeness (NIL) laws has made personal brands a critical asset in today’s modern media landscape.

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About this Program

What is a personal brand? The art of crafting an image for an individual, based on their unique skills, experiences, and values, builds precious brand equity in an increasingly crowded and fragmented market. 

In the hyper-competitive world of sports, the onset of Name, Image and Likeness (NIL) has opened up new opportunities for collegiate athletes to profit from their personal brands. Leveraging a personal brand to maximize earnings requires not just smart curation and maintenance, but a strategy.

Open to all Seattle University undergraduate students, the Personal Branding in Sport and Entertainment minor provides a 360 degree view of the subject. Students must complete 30 approved credits comprising one course in marketing principles, three required courses in Sport and Entertainment, and two approved electives. The approved electives include a choice of three courses in Data Visualization and two courses in Innovation.

This minor is designed to equip students with the necessary tools to develop, manage, and promote individual brands within sports and entertainment. This degree acknowledges the significant role that personal branding plays in the modern media landscape, where athletes, entertainers, and other public figures become powerful influencers both on and off their respective platforms.

What You'll Learn

  • Understand and apply discernment, reflection and other personal development tools that build self-awareness and facilitate identifying one’s strengths and core truths.
  • Demonstrate understanding of how to create, manage and communicate a personal brand.
  • Understand the unique challenges and opportunities inherent to sports and entertainment marketing and brand positioning.
  • Understand the legal, ethical and financial implications of NIL deals, focusing on equity in these commercial agreements.
  • Demonstrate an understanding of lifelong learning and adaptability, ensuring that one's personal brand remains authentic, relevant, and aligned with evolving goals.

Featured Faculty

  • Kelli Rodriguez
    Kelli Rodriguez

    Director of Master of Legal Studies and Sports Law Program | Seattle University School of Law
    Adjunct Professor, MBA in Sport and Entertainment Management

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Here to Help

For more information about the Personal Branding in Sport & Entertainment minor at Seattle University, contact:

Eva Sedgwick

Program Director

Get In Touch

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